The founding father of Buddy is betting on making enemies.
Avi Schiffmann, CEO of the AI companion startup, poured greater than $1 million {dollars} right into a New York Metropolis subway takeover—plastering stations and automobiles throughout all 5 boroughs with stark white posters that virtually beg to be defaced.
“That is the world’s first main AI marketing campaign. We beat Open AI and Anthropic and all these different firms to the punch,” Schiffmann advised ADWEEK.
The marketing campaign runs solely in print, with greater than 11,000 automotive playing cards, over 1,000 platform posters, and 130 city panels. It dominates key places, together with the lengthy underground walkway at West Fourth Avenue.
The copy on one of many adverts reads: “[frend] noun. Somebody who listens, responds, and helps you.”
A brand new form of pal
The centerpiece of Buddy’s marketing campaign is its AI-powered wearable system, which hangs across the neck as a glossy, minimalistic disc paying homage to an Apple AirPods case.
Based in 2023, Buddy’s system listens to conversations with out being prompted, monitoring interactions and providing commentary on every day actions. Tapping it prompts responses by way of a companion app, with replies delivered by voice or textual content.
Priced at $129, the system has been promoting about 400 items per week since July 30, Schiffmann stated. He described it as “the last word confidant, somebody to speak to about issues in your life,” and stated it represents “a brand new form of companion and relationship.”
The system’s privateness coverage places duty on the wearer, stating that customers should adjust to native surveillance legal guidelines–however its unprompted listening is a possible harbinger for privateness lawsuits.
Buddy’s subway takeover comes as AI startups and tech giants search to construct belief with customers by way of model campaigns, a few of which have drawn criticism and backlash. Like many firms making an attempt to advertise their know-how, the adverts by Buddy have shortly turn out to be a magnet for criticism.
A deliberate gamble
Schiffmann designed the artistic on Figma and wrote the copy himself with the intention of intentionally courting dialog, he stated. The minimalist artistic is heavy on white area, purposefully daring viewers to react.
And other people have certainly reacted. Some subway riders have defaced the adverts with phrases like “surveillance capitalism,” “cease profiting off loneliness,” and “AI trash.”
“I do know folks in New York hate AI, and issues like AI companionship and wearables, in all probability greater than wherever else within the nation,” Schiffmann stated. “So I purchased extra adverts than anybody has ever carried out with plenty of white area in order that they might socially touch upon the subject.”
“I particularly selected [West Fourth Street] as a result of I do know the vibe of that station, and the folks round that neighborhood,” he continued. “I do know that they’ll share their opinions the strongest as effectively.”
The 2-month run is timed to coincide with back-to-school season and targets Gen Alpha. It represents a major wager for the corporate, which raised just a little over $5 million at a $30 million valuation final fall, Schiffmann stated.
“I don’t have a lot cash left. I spent all of it on this. It’s an enormous gamble,” he admitted.
For now, Schiffman doesn’t thoughts that the adverts have sparked each curiosity and criticism.
“There’s plenty of focus and hatred on the audacity of the marketing campaign,” he stated. “The product in its present state actually is a giant hit amongst the best folks. We’ll proceed bettering the product.”
